We have now entered 2020, which means it is time to reevaluate the current content marketing strategies we are using. A good content marketing strategy helps improve conversions and allows you to better connect with customers and build vital trust and relationships.
You are also providing consumers with the information they need in order to make more informed and educated purchasing decisions.
Let’s take a closer look at why content marketing is so important, along with some of the strategies the experts are using in the new year.
Educate with Content
Citing figures from the Content Marketing Institute’s 2019 trends report, Robin Barendsen, head of digital marketing at office space rental company WehaveAnyspace, noted 77% of B2B marketers use content marketing.
“In fact, the majority of B2B content marketers use educational assets to nurture leads and build audience trust, which is absolutely essential for inbound marketing,” he said. “Think about informational blogs, white papers or quizzes.”
Personalize Marketing Messages
Peter Wilfahrt, managing director of digital agency Versandgigant, said marketers should personalize every single message in 2020 by digging into analytics and understanding demographics, affinity categories and in-market segments.
“Only very few brands execute a personalized messaging strategy,” he said. “And we’re not talking about adding the first name to your email greeting … really dig into your prospect’s mind and discover what they fear, wish and want.”
Creating content just for your heart’s sake may be pleasant, but it will bring hardly any financial benefit.
The fact that the topic of content strategy was touched upon in 29% of the analyzed tweets and “content marketing strategy” is the second most popular keyword related to “content marketing” on Google (average monthly search volume of 6,600) proves that quite a lot of industry players are aware of its importance.
Last year, 72% of accomplished content marketers cited having a good strategy is key to their success. And the number of people who think this way will certainly grow as “What is content strategy?” is one of the most popular questions asked on Google.
Thus, a strategic approach seems to be popular both among those who are already familiar with content marketing and those who are only beginning to practice it.
Growth hacking is another widely discussed topic in the content marketing community. The corresponding hashtag was found in 16% of the tweets we analyzed.
#GrowthHacking is closely followed by #startup, which scored 12% and is also seen in 2% of tweets’ topics.
Such interest may mean that content marketing can be seen as one of the approaches to growth hacking for startups.
It fully conforms to the idea of growing a business rapidly with a limited budget and can bring startups and other companies 55% more visitors to their sites, and help cut acquisition costs by 62% compared to traditional marketing.
Updated Content Matters
And don’t forget the content you’ve already published.
In fact, Cyrus Yung, co-founder of SEO company Ascelade, said updating old content is a strategy that has served Ascelade well as Google has a freshness ranking factor and most sites eventually see content decay.
“They have old articles that have ranked well previously and have attracted backlinks, but the search traffic for that particular article is on a downward trend,” he said.
Mark Webster, co-founder of online marketing education company Authority Hacker, said 2019 was the year Authority Hacker focused on this tactic of refreshing older content instead of just pumping out new, high-quality content.
“After some testing, we found that making simple updates and tweaks and, most importantly, changing the date of the article to represent the newest revision [made] our rankings instantly [jump] up,” he said. “It’s no secret Google prefers fresh content, but we had not anticipated this to be such an easy win.”
Create More Focused Content
If your content is too broad, you’ll find that you’ll generate visitors who don’t convert into customers. You need to create content that is more focused on your target audience.
“It’s better to have a much smaller audience that is targeted than a larger one that doesn’t convert. –Neil Patel of Quicksprout
Targeted content is often referred to as the Holy Grail of content marketing. It helps you raise awareness, promote discovery, foster comparisons, and encourage more sales. It is a way to help your customers understand what it is you do and are offering while allowing you to showcase your specialized knowledge in your niche and solve the problems they may have.
As you can see, the experts have weighed in and have shared some of the top content marketing strategies being used this year. While it isn’t always easy to get started, you will find that the beginning of your content marketing efforts will prove to be the most difficult, but that is where every good strategy starts.